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Beneath the Tip of of the Iceberg of a Super Bowl Commercial

When it comes to Super Bowl commercials, the ultra-visible video extravaganza is just a tiny portion of the massive strategic iceberg lurking below the surface. These marketing masterpieces depend on extensive planning and flawless execution that extends far beyond the 30-second spot itself. I discovered the nuts and bolts firsthand when I was a Senior Strategist on the team at J. Walter Thompson (now VML) that brought the US Marine Corps recruiting campaign back to

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